Steak Escape to open 10 outlets in UAE

Dubai, February 6, 2013

Steak Escape, a US-based quick service food chain which launched its Dubai operations in 2012 through HMS Steak Limited, is set to expand its footprint in UAE.

HMS Steak Limited plans to open 10 new Steak Escape outlets across Dubai and Abu Dhabi over the next three years.

Serving the Philadelphia style ‘Philly’ Cheesesteak sandwiches, Steak Escape serves 100 per cent halal meat and vegetarian options, and is located in the Bay Avenue Mall in Business Bay.

Ibrahim Shallal, director, HMS Steak, said: “The UAE’s diverse cultural mix provides us the unique opportunity to promote Steak Escape’s rich history of ‘Philly’ style food while adapting our offering to the region’s epicurean traditions. In this context, the reception of the Steak Escape concept in this region has made us quite positive about the future. Our expansion plans are only the foundation of the growth we expect for the brand, as it begins to redefine the concept of freshly prepared, convenient, quality food-on-the-go.”

HMS Steak has signed a master franchise agreement with Escape Enterprises to bring Steak Escape to the UAE and Iraq. This agreement allows for a combination of corporate and franchise owned stores supporting each other within an extended network thus underscoring HMS Steak Limited’s investment in the brand and its franchisees.

Founded in 1982 by Ken Smith and Mark Turner, originators of the Philly Cheesesteak sandwich Quick Service concept, Steak Escape now has more than 80 restaurants in the US and Mexico. With outlets already in Saudi Arabia and UAE, the brand will soon be launching operations in Iraq too, said a statement. - TradeArabia News Service